Global fast fashion business Shein has launched a new campaign in Australia in the lead up to Christmas, which includes the release of a custom-produced track.
Titled Shein, the 1 minute and 40 second track has been released on Spotify and Apple Music and is produced by Los Angeles-based music-maker Drea Rose.
The track’s lyrics drill in the pronunciation of the Shein brand name (she-in) in a repetitive style.
It is unclear how popular the track is, as listens across both platforms are not shown.
The overall marketing campaign is titled ‘Tick It Off Fest’, focusing on finishing resolutions before years end.
Users can also discover the soundtrack across platforms, by searching Shein on TikTok Sounds or Instagram Music.
The latest move by Shein follows a raft of marketing pushes in the Australian market, including more recently the launch of an activation at the Sydney Shipping Terminal in September.
It also comes after reports in July this year that both Shein and Temu are “flooding” the Australian market with advertising dollars after an increase in tariffs made the US unattractive for sales.
In the June quarter, Temu was the largest digital advertiser in Australia and Shein ranked in the top 25, according to analysis by market intelligence company Sensor Tower.
“Temu and Shein are pouring money into Meta, Google, YouTube and app ads in Australia, flooding the market,” Ori Gold, CEO & co-founder, Bench Media, said earlier this year.
“Since the US became too hard with tariffs, they’ve shifted focus here. It’s already driving up ad costs and making life harder for local brands.
“More competition for attention, higher CPMs, tighter margins, and a shake-up in who can afford to play.”